The Super Bowl remains a major US television event, but viewing habits are changing. A new Adtaxi survey shows nearly 70% of viewers use multiple media platforms. The “2025 Super Bowl Survey” reveals 77% plan to engage with the game, but traditional TV is declining.
Half will use streaming or connected TV, with only 32% watching via cable or broadcast. “As more consumers cut the cord and move to digital platforms, brands must adjust their marketing strategies,” says Chris Loretto, Adtaxi’s executive vice president. “The Super Bowl is evolving into a cross-platform event, and advertisers need to engage audiences where they are—on streaming, social media, and other digital channels.”
Second-screen usage is prevalent, with social media the top choice (46% of digital viewers, 30% of traditional viewers). Only 31% use a single content source. “With the recent increase in data surrounding ‘double-screening,’ it is increasingly crucial for marketers to know and utilize this trend,” notes Murry Woronoff, Adtaxi’s director of research. “Social media has become the go-to secondary media choice for audiences watching on broadcast, cable, and radio.”
Sports betting is a significant factor. 68% of bettors will wager under $200, with almost half betting under $50. DraftKings leads as the most popular betting platform. Despite the shifting viewership, 68% of adults are most excited about Super Bowl commercials—more than the game or halftime show.
“As we see shifts in viewing habits, brands will likely lean further into digital advertising and data-driven campaigns,” Loretto adds. “Personalized and real-time ad targeting could be the future of Super Bowl commercials.” The Adtaxi survey reflects a broader media consumption shift towards digital. With streaming and social media's growing influence, the Super Bowl is now a multi-platform experience. The full survey is available from Adtaxi’s Marketing Research section.